Alec Baldwin, his mom appear in Wegmans commercials

By MARY STONE - 11/17/2010 6:21:46 PM

After touting Wegmans Food Markets Inc. to David Letterman in May, actor Alec Baldwin is doing it again in television spots for the grocery chain.

A television commercial during prime time Tuesday night showed Baldwin with his mother at one of the company’s Syracuse stores. Last month, the actor was spotted filming inside the store.

Baldwin’s ties to the grocery chain started when he indirectly plugged Wegmans during an interview with Letterman. He was telling Letterman about his mother’s unusual attachment to Upstate New York.

When asked why his mother, Carol, does not join her sons in California, the “30 Rock” star said she refused to leave her favorite grocery store, which Letterman jokingly referred to as the center of the cultural universe.

“When Alec Baldwin mentioned Wegmans on the ‘David Letterman Show,’ it was a thrill for everyone at Wegmans,” said Jo Natale, director of media relations for the company. “We are running 30-second holiday commercials that feature Alec Baldwin and his mom, Carol.”

The ad is running in Buffalo, Rochester, Syracuse and Johnson City in New York and in Lehigh Valley in Pennsylvania and Hunt Valley in Maryland.

“(The scenes) were shot by an agency in our Fairmount store in Syracuse—where Alec’s mom shops. The employees in the commercial are Wegmans employees, not actors,” Natale said.

Wegmans has 13,858 local employees. Earlier this month, Wegmans ranked 55th on Forbes magazine’s 2010 list of America’s largest private companies with 38,697 employees nationwide and $5.15 billion in revenues.

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